Effect of Celebrity Endorsement in Advertising Activities by Product Type

• Autorzy: Grzegorz Karasiewicz , Martyna Kowalczuk
• Języki publikacji: EN

Abstrakty

EN

This article seeks to answer two related questions: are celebrity endorsements more likely to be result in a higher evaluation of the product being advertised than use of an anonymous individual (e.g. a typical consumer); and, if present, do these positive effects vary by product category? To answer these two questions research was conducted on a 237 student sample employing a quasi-experiment consisting of four groups (two product categories and two types of endorsers) using data collected through an online survey. The results indicate that celebrity endorsements do have a positive impact on the evaluation of durable goods, but do not affect the evaluation of frequently purchased products. This finding largely confirms the assumptions of the match-up model, the meaning transfer model, and the ELM model. (original abstract)

Słowa kluczowe

EN

Advertising; Advertising technique; Product brand

PL

Reklama; Techniki reklamy; Marka produktu

• Czasopismo: International Journal of Management and Economics
• Rocznik: 2014
• Numer: nr 44
• Strony: 74--91

Twórcy

autor

Grzegorz Karasiewicz

• Faculty of Management, University of Warsaw

autor

Martyna Kowalczuk

• Zenith Optimedia Group

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